In a difficult moment in fashion, important matters like sustainability take a back seat. It’s all about bringing customers back into stores to secure the livelihood of many a fashion people.

Just in this moment, Marine Serre sends out a series of videos, which prove that her label is serious about upcycling and regenerating. Wow. Uncanny timing and guts.

While everyone is offering glimpses in their homes or sales with their newsletters – ähem, magazine 032c even went as far as hawking their new clothing collection shot on their fashion director in a home quarantine video.

Serre continues to put her money where her mouth is. Needless to say, her breathtaking Winter 2020 collection featured facemasks. Here we share with you how she regenerates used jeans.